But it was the great rivalry between two women in America that made the industry what it is today. Elizabeth Arden opened the first modern beauty salon in 1910 , followed a few years later by Helena Rubinstein, a Polish immigrant. The two took cosmetics out of household pots and pans and into the modern era . Both thought beauty and health were interlinked. They combined facials with diets and exercise classes in a holistic approach that the industry is now returning to.

　　The emerging beauty industry played on3 the fear of looking ugly as much as on the pleasure of looking beautiful, drawing on the new science of psychology to convince women that an inferiority complex4 could be cured by a dab of lipstick.

　　CET4大学英语四级阅读练习题：

　　Ⅰ. Matching:

　　1. In medieval time . 2. In 1910 .

　　3. In 1909 . 4. In 1911 .

　　A. Swallow arsenic to improve their complexion.

　　B. Recipes for homemade cosmetics were kept in the kitchen.

　　C. Eugene Schueller found the French Harmless Hair Coloring Co.

　　D. A Hamburg Pharmacist developed the first cream that now sells to 150 countries.

　　E. Elizabeth Arden opened the first modern beauty salon.

　　Ⅱ. Questions :

　　1. What are the advantages of being pretty according to the passage ?

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